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April 23, 2018 / C H Thompson

Cultural Effects Model

  • Though neo-Marxists do not view the audience as passive recipients of media messages they do, like Marxists, recognise the power of media owners in ideologically contaminating media content
  • The cultural effects model is used by neo-Marxists to explain how ruling-class ideas work their way in people’s consciences over time
  • Neo-Marxists argue, Marxists’ understanding of media effects. In other words the hypodermic syringe model is too simplistic
  • instead of ruling-class ideology influencing the proletariat straight away, neo-Marxists’ argue media effects occur over time through a slow drip, drip, drip effect of ideas, for example how claiming welfare is increasingly seen as a bad thing
  • this drip, drip, drip effect helps explain how moral panics are established, leading to Stanley Cohen’s deviancy amplification spiral
  • This gradual drip feeding of certain views helps established hegemonic views (where an ideology dominates to the extent counter ideas are seen as odd) over important issues.
  • As a consequence hegemony helps establish common-sense views
  • The work of the Glasgow Media Group (GMG) helped to explain how hegemony is achieved

Continues…

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